What Klaviyo Costs, in Short
As of November 2026, Klaviyo’s US pricing page lists four plans: Free, Email, Marketing and Custom. Free costs $0 and covers up to 250 active profiles and 500 emails a month. Email starts at $20 per month for 500 active profiles and 5,000 emails. Marketing starts at $25 per month at the same size and adds social marketing, Customer Hub and unlimited reviews. Custom is quoted by sales above 150,000 active profiles. The meter is the active profile, not the email, so the bill follows the size of your list. All prices here are in USD for the United States, taken from klaviyo.com/pricing on November 13, 2026.
Klaviyo describes itself as a B2C CRM, and its product, templates and navigation are built around ecommerce and retail. A SaaS team can use it, but the cost model assumes a customer list that you market to, which matters if your list is mostly free-plan users and trial signups.
How Klaviyo Bills: Active Profiles
Klaviyo’s pricing page defines the unit in a tooltip on the profile slider: “Any contact in your database that you can market to.” The help center article on active profile management is more precise:
Any profile that can be emailed through Klaviyo is considered an active email profile.
That means a contact does not need an explicit opt-in to count. A profile created by a checkout or a signup form counts as long as it can be emailed. The rules that decide your count and your tier:
- Suppressed profiles do not count. Per the help center, “Suppressed profiles do not contribute towards your email plan’s active profile count.” They stay in your account, and Klaviyo “will automatically skip over suppressed profiles at send time.”
- Going over the limit triggers an upgrade. The same article says: “Your plan must allow enough profiles to accommodate the number of active profiles in your account, or you may be automatically upgraded the next billing cycle.” Klaviyo’s billing article adds that “Auto-upgrade moves you to the next plan up.”
- A lower count does not automatically lower the bill. “A lower active profile count does not necessarily lower your bill,” and you “may need to choose a lower plan unless auto-downgrade is enabled for your account.” The billing article also states: “You will not be auto-downgraded.” The two articles word this differently, so check which setting your account uses before you clean a list.
- Sends and profiles are bundled. Per the billing article, “Profile and Email plans are based on both the number of” active profiles and emails sent in the billing cycle. On the pricing page, every slider step pairs a profile count with ten times as many monthly emails: 500 profiles with 5,000 sends, 5,000 profiles with 50,000, 50,000 profiles with 500,000.
- Hitting a usage limit is your choice. For email and mobile messaging, the billing article says you can choose what happens when you reach your limit: flexible overages, an upgrade, or stopping sends. Flexible overages are “a 1-time purchase for the current billing cycle.”
- Billing cycle. “All Klaviyo plans renew automatically on a monthly basis.”
The articles do not say how soon a cleanup shows up in the billed count, so after suppressing profiles, confirm the new figure under Billing in your account.
Klaviyo Plan Tiers and Limits (Checked November 13, 2026)
| Free | Marketing | Custom | ||
|---|---|---|---|---|
| Entry price | $0 | $20/mo | $25/mo | Quote only |
| Active profiles at entry | 250 | 500 | 500 | Over 150,000 |
| Monthly emails at entry | 500 | 5,000 | 5,000 | Custom |
| A/B testing | No | Yes | Yes | Yes |
| SMS and MMS | $5 of mobile messages per month | Add-on | Add-on | Custom |
| Social marketing and Customer Hub | Up to 250 profiles | Add-on | Included | Included |
| Reviews | 50 orders/mo | 50 orders/mo | No order limit | No order limit |
| Support | Email support, first 60 days | Email support | Email support | Dedicated CSM and SLA |
| SSO and multi-account billing | No | No | No | Yes |
Campaigns, flows and segmentation are marked as included on every plan, including Free. The Marketing plan is flagged “Recommended” and carries a limited-time offer: the first month of an eligible Marketing plan costs $1, for up to 5,000 active profiles. Klaviyo links separate terms for that offer, which this post has not reviewed.
Source: klaviyo.com/pricing, US store, USD, November 13, 2026.
Klaviyo Price by Profile Count
Klaviyo’s page no longer sells an email plus SMS tier at a published price. It sells Email and Marketing, with SMS as an add-on, so the table below compares those two. These are the monthly prices the pricing slider returns, and the plan’s email allowance rises with the profile count.
| Active profiles | Monthly emails included | Email plan | Marketing plan |
|---|---|---|---|
| 250 or fewer | 500 | $0 (Free) | $0 (Free) |
| 1,000 | 10,000 | $30 | $40 |
| 5,000 | 50,000 | $100 | $130 |
| 15,000 | 150,000 | $350 | $430 |
| 50,000 | 500,000 | $720 | $885 |
Prices in USD as of November 2026, from the slider on klaviyo.com/pricing. Above 150,000 active profiles the page directs you to sales.
The curve is not smooth. The slider lists 10,000 profiles at $150 on the Email plan and 11,000 at $200, so a list that lands just over a round-number tier pays for the next step. If you run a list near a boundary, suppress inactive profiles before your billing cycle ends.
SMS Credits and Paid Add-Ons
Klaviyo’s pricing page does not publish a per-message SMS or MMS price. It shows “$5 of mobile messages per month” on the Free plan and lists SMS and MMS as an “Add on” for Email and Marketing. For rates, Klaviyo’s help center points to Settings > Billing inside your account, so the figures depend on your country and number type.
What the help center says about mobile pricing and how messages are counted:
- Credits are being replaced by dollars. “Mobile plans are moving from credit-based tiers to dollar-based tiers,” and a plan becomes “a dollar amount (for example, a “$115 Mobile Messaging plan”) rather than a set number of credits.”
- Per segment, per recipient. “For SMS, you pay per segment, per recipient.” A segment holds up to 160 characters, or 70 with an emoji or special character. MMS is billed as one message.
- Legacy credit values (US). Accounts still on credits use 1 credit for an SMS and 3 for an MMS.
- What costs money. Failed deliveries are billable. Skipped messages, such as those suppressed by smart sending or missing SMS consent, are not.
- No rollover. “You have a set amount of plan spend each month, and unused spend doesn’t roll over.”
- Carrier fees are bundled: “Carrier fees remain included in your rates.”
Other products priced outside the base plan, all without a published price on the pricing page: Composer (AI marketing agent), Customer Agent, Helpdesk, and on the Email plan, social marketing and Customer Hub. Treat those as sales or in-account quotes.
Worked Cost Example: 5,000 to 30,000 Active Profiles in a Year
Take a SaaS product that starts the year with 5,000 emailable profiles (signups, trials, customers) and finishes at 30,000. It sends onboarding, activation and billing emails, about four a month per profile, so sends stay under the included allowance at every step (30,000 profiles includes 300,000 emails).
Assume the list grows through these steps and the account sits on each tier for the months shown. Klaviyo moves you up at the next billing cycle, so a real bill can lag the list by up to a month.
| Months | Active profiles | Email plan | Marketing plan |
|---|---|---|---|
| 1 to 3 | 5,000 | $100/mo | $130/mo |
| 4 to 6 | 10,000 | $150/mo | $195/mo |
| 7 to 9 | 15,000 | $350/mo | $430/mo |
| 10 to 11 | 25,000 | $400/mo | $505/mo |
| 12 | 30,000 | $500/mo | $625/mo |
| Year total | $3,100 | $3,900 |
All monthly figures come from the pricing slider, as of November 2026. The year total excludes SMS, add-ons, tax and the $1 first-month Marketing offer.
Over a year, a list growing from 5,000 to 30,000 active profiles takes the Email plan from $100 to $500 a month, and the year costs $3,100, with no change in email volume per person. The bill tracks list size, so cleaning inactive profiles is the main lever.
For a SaaS team, the sharper point is who counts. Because “any profile that can be emailed” counts, free-plan users and abandoned trial signups sit in the same meter as paying customers. Suppress the ones you will never email, and the bill drops at the next tier boundary.
How Klaviyo Compares on Billing Unit and Entry Price
Prices below were re-checked on each vendor’s pricing page on November 13, 2026, in USD.
| Tool | Billing unit | Entry paid price |
|---|---|---|
| Klaviyo Email | Active profiles | $20/mo for 500 profiles |
| Mailchimp Essentials | Contacts | From $13/mo |
| Brevo Starter | Emails per month | $9/mo (monthly billing) for 5,000 emails |
| Customer.io Essentials | Profiles (people and objects) | $100/mo for 5,000 profiles |
Customer.io is the closest comparison, since it also bills on profiles; Customer.io’s pricing starts higher but is built around product events instead of purchases. Brevo’s pricing follows send volume, so a large, rarely emailed list costs less there. If you are weighing a Mailchimp move, our Mailchimp alternatives guide covers it, and MailerLite’s pricing is the budget route for basic campaigns. When profile growth is what hurts, the full list of Klaviyo alternatives compares options by cost and fit.
Frequently Asked Questions
How much does Klaviyo cost per month?
As of November 2026, the Email plan starts at $20 per month for 500 active profiles and 5,000 emails, and the Marketing plan starts at $25. At 5,000 active profiles they cost $100 and $130 a month. Larger lists cost more, and plans above 150,000 profiles are custom.
Is Klaviyo free?
Yes, up to a limit. The Free plan allows 250 active profiles and 500 emails per month, and includes $5 of mobile messages per month, plus campaigns, flows and segmentation. A/B testing is not included on Free. Email support is included for the first 60 days.
What counts as an active profile in Klaviyo?
Klaviyo’s help center says “Any profile that can be emailed through Klaviyo is considered an active email profile.” Suppressed profiles do not count toward your plan, though they remain in your account.
Does Klaviyo upgrade your plan automatically?
Yes. If your active profiles exceed the plan, Klaviyo says you “may be automatically upgraded the next billing cycle,” and that auto-upgrade moves you to the next plan up. You can instead choose flexible overages or stop sends when you hit a usage limit.
How much does Klaviyo SMS cost?
Klaviyo does not publish SMS rates on its pricing page. SMS and MMS are an add-on on the Email and Marketing plans, billed per segment per recipient, and the rates sit in Settings > Billing and vary by country and number type. Failed deliveries are billable, skipped messages are not.
Does a lower profile count lower my Klaviyo bill automatically?
Not necessarily. Klaviyo says “A lower active profile count does not necessarily lower your bill,” and you may need to choose a lower plan unless auto-downgrade is enabled for your account.
Is Klaviyo worth it for a SaaS company?
It depends on the use case. Klaviyo is built around ecommerce and retail, and it bills on every emailable profile. That suits a purchase-driven brand with a clean customer list. A SaaS team with many free users and product-event triggers may find a tool built for product events a better fit.
I’ve spent my career building software at scale with a soft spot for email: deliverability, lifecycle campaigns, and getting messages to actually land. I started Coldletter to fix what bugged me about transactional and marketing email tools. I’m based in Vancouver.